Blue Cliff College
Local College’s Enroll Rate Skyrockets from 1% to 7% in Five Months
The Problem
Blue Cliff College, a trade school in Louisiana and Mississippi, was spending a ton of marketing dollars—but not seeing any results. Their enrollment rate was even struggling to hit 1%. For the money they were spending, they didn’t see the necessary return.
The Goal
Blue Cliff College wanted to increase its lead quality to hit an enrollment rate of 12%, all while cutting the budget by up to 50%. They wanted their CPA under $100. Overall, they needed to get the word out about their programs to stay profitable.
The Strategy
Youtech re-evaluated Blue Cliff College’s entire marketing strategy and performed an overhaul in the three biggest places they were losing money.
KEY METRICS
SEO
PPC
Social Ads
The Results
Blue Cliff College, a trade school with locations in Louisiana and Mississippi, was struggling with low enrollment rates and poor return on investment from their marketing efforts. Their objective was to maximize lead quality and achieve a 12% enrollment rate despite reducing the budget by 50%. They implemented a range of methods to achieve this goal, including modifying their keyword selection, enhancing NAP accuracy, optimizing GMB profiles/local directories, revising content strategy, and creating custom schema. Additionally, they re-structured their Google Ads account and saw a significant decrease in cost per lead, as well as more qualified leads. Within a short period of time, we took their Facebook advertising to a whole new level by setting up a new ad account and targeting potential customers based on their interests. This resulted in an impressive 31% decrease in the cost per lead.
“
Our experience with Youtech has been phenomenal. They took the time to understand our goals, business, and desired state, and we have been on a roll ever since.
The quality of inquiry, the tracking of metrics, and the people involved with the company set them apart. We have seen a 26% increase in the inquiry-to-close rate in the first three months and I expect that to continue as we are seeing some locations starting to hit weekly 50% and 60% rates.
Vice President of Admissions and Marketing
SEO Results
+2.30%
website sessions
+2.54%
website users
+3.96%
form submissions
+6.40%
mobile traffic
PPC Results
Re-structured the entire Google Ads account. The previous agency had about 18,000 ads running, which is unnecessary and not conducive to results. After simplifying the account, and trimming off the least efficient ads and keywords, we almost immediately saw a significant (24%) decrease in cost per lead. Blue Cliff College also reported even more qualified leads after Youtech took over their Google Ads advertising.
-57%
CPC
-54%
CPA
+100%
conversions with -30% budget
Social Ads
When taking over paid Facebook ads for Blue Cliff College, the team at our higher education marketing agency created an entirely new ad account with a new pixel. Since we need time to build our pixel data, we started off targeting based on interests rather than lookalike audiences or retargeting website visitors. During the first month of running Facebook ads (October ‘22) on a new ad account, we had a CPL of $94.61. Two months later, we saw that CPL decreased by 31% to around $65.
-31%
CPL
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